Overview
Pet Circle is Australia's largest online pet retailer, selling pet food, treats, health products, medications and accessories for dogs, cats, birds, fish, reptiles and small animals. Its Auto Delivery subscription keeps pet owners supplied with essentials, and its free vet advice service adds expertise. For a pet brand that wants to grow in Australia, Pet Circle is one of the most important channels.
Who is behind Pet Circle
Pet Circle was founded in Sydney in 2011 by Mike Frizell and his co-founders. It became one of Australia's start-up "unicorns" after raising AUD 125 million in a Series C round, which valued it at more than AUD 1 billion, with backers including AirTree Ventures and Prosus. In the year to 30.06.2025, its revenue was AUD 373.4 million, and its net loss widened to AUD 36.9 million as it invested heavily in a new technology platform and a network of warehouses and its own delivery fleet across four states. It serves more than 700,000 customers. In August 2025 Alistair Venn became CEO, with Mike Frizell moving to chairman.
What the shopper sees
- A large range of more than 10,000 products, from premium and vet-recommended brands to Pet Circle's own brands.
- Auto Delivery, a free subscription that delivers essentials on a schedule, with discounts on repeat orders.
- Vet advice, including a vet team that offers free online advice on pets and products.
- Fast delivery across Australia from its own warehouses and delivery fleet.
How brands can work with Pet Circle
Pet Circle buys products from brands and suppliers and sells them online. It has said it wants to expand its range and is looking for new suppliers from Australia, Asia, Europe and the US, since the Australian market has less pet specialty range than other markets. A brand approaching Pet Circle should be ready with:
- Pet products with clear benefits, especially food, treats, health and care products suited to repeat purchase.
- Australian compliance, including pet food standards and import requirements.
- Australian stock and supply to Pet Circle's warehouses.
- Marketing support and competitive wholesale pricing.
Why Pet Circle matters for brands
Pet Circle has a loyal customer base, a subscription model that drives repeat sales, and its own logistics network. For pet brands entering Australia, it is one of the strongest partners available.
How eBrands looks at Pet Circle
eBrands works with brands on marketplaces and retail channels across Europe, North America and beyond. If you have a pet brand and want to see whether Pet Circle fits your Australian plans, we are happy to talk it through. See also our Chewy page.
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